Kantar

Kantar: Overview

Kantar is the world's leading AI-native marketing data and analytics business, serving as an indispensable partner to global brands seeking to understand consumer behavior and drive sustainable growth. Founded in 1992, the company has evolved from a market research firm into a comprehensive data, insights, and consulting powerhouse that combines advanced analytics with deep human understanding.

What sets Kantar apart is their proprietary research infrastructure and proven methodologies. The company operates the world's largest brand equity study through Kantar BrandZ, covering 4.3 million consumers, 21,000 brands across 525 categories in 54 markets. Their Blueprint for Brand Growth framework is built on an analysis of 6.5 billion consumer data points, providing evidence-based pathways for building profitable, strong, and sustainable brands.

The agency positions itself at the intersection of data science and human insight, collecting over 2 billion insights annually through 65 million consumer interviews. This massive data foundation powers everything from creative testing to media effectiveness measurement, allowing brands to make decisions backed by real consumer behavior rather than assumptions.

Kantar's scale is unmatched in the industry: they test 8,000+ product innovations annually, track 22,000 brands through BrandZ, and maintain a global team of 20,000+ specialists who combine expertise in market research, behavioral science, data analytics, and strategic consulting.

What Services Does Kantar Provide?

Kantar delivers comprehensive solutions across the entire marketing and brand-building lifecycle:

Brand Strategy & Positioning

• Brand purpose and architecture definition
• Market segmentation and targeting
• Brand positioning development
• Portfolio optimization and management
• Brand asset recognition and measurement (Brand Imprint)
• Brand valuation and equity measurement (BrandZ)

Consumer & Market Research

• Qualitative and quantitative market research
• Consumer behavior analysis
• Omnibus surveys for cost-effective insights
• Audience research and segmentation
• Customer journey mapping
• Shopper insights and retail analytics

Creative Testing & Optimization

• Pre-launch creative testing
• Multi-market creative effectiveness measurement
• AI-powered creative tagging and intelligence
• Ad performance optimization across formats and channels
• Creative asset development guidance

Media Effectiveness

• Cross-platform media measurement
• Campaign performance tracking and optimization
• Media ROI analysis
• Advertising spend tracking
• Digital media consumption insights

Innovation & Product Development

• Concept testing and validation
• Product innovation testing (8,000+ annually)
• Pricing strategy optimization
• Go-to-market strategy development
• Customer experience optimization

Competitive Intelligence

• Competitor insights and benchmarking
• Social share of voice analysis
• Market trend identification
• Category landscape mapping

Brand Performance Measurement

• Brand health tracking
• Campaign reporting and analytics
• Customer experience measurement
• Brand footprint analysis (consumer buying patterns)
• Video sentiment analysis

Strategic Consulting

• Marketing strategy development
• Growth roadmap planning
• Organizational effectiveness consulting
• Stakeholder engagement and transformation

What Social Platforms Does Kantar Help With?

While Kantar is primarily a data and analytics firm rather than a social media marketing agency, they provide insights and measurement across major digital and social platforms:

Kantar takes a data-driven, platform-agnostic approach to understanding consumer behavior across all digital touchpoints. Their research covers how audiences consume content across traditional TV, streaming platforms, social media, and emerging digital channels, helping brands optimize their presence wherever their customers are active.

What Industries Does Kantar Serve?

Kantar has developed specialized expertise across a broad spectrum of industries:

Consumer Goods & Retail

• Consumer packaged goods (CPG/FMCG)
• Retail and e-commerce
• Fashion and beauty
• Food and beverage

Technology & Telecommunications

• Technology and software
• Telecommunications
• Consumer electronics
• B2B SaaS

Healthcare & Life Sciences

• Pharmaceutical companies
• Biotechnology
• Medical devices
• Healthcare providers

Financial Services

• Banking
• Insurance
• Payments and fintech
• Investment services

Media & Entertainment

• Broadcasters
• Publishers
• Digital media platforms
• Streaming services

Additional Sectors

• Automotive
• Energy and utilities
• Travel and tourism
• Public sector and government
• Apparel and footwear

Kantar's consumer goods expertise is particularly strong, with dedicated capabilities for FMCG brands navigating complex shopper journeys, product innovation, and competitive dynamics. The firm's ability to translate insights across industries allows them to bring cross-sector learning to each client engagement.

What Brands Has Kantar Helped?

Kantar has partnered with many of the world's most recognized brands across industries:

Consumer Packaged Goods

• Unilever
• PepsiCo
• Nestlé (KitKat)
• Clorox
• Tassal

Retail & Fashion

• New Look
• Tata

Technology

• Amazon
• Bayer

Financial Services

• Nationwide Bank

Notable Campaign Highlights:

• KitKat Campaign Optimization: Provided fast, actionable insights to optimize campaign performance and maximize marketing effectiveness
• New Look Regional Campaign: Helped unlock regional campaign effectiveness through targeted consumer insights and market-specific recommendations
• Tassal Campaign Impact: Enabled early consumer insights that allowed the brand to maximize campaign impact before full launch
• Clorox Innovation: Supported the brand in innovating twice as fast through new mindset and platform approaches
• Nationwide Bank: Tracked Nationwide's rise to become the UK's most Meaningful bank, demonstrating brand strength through Kantar's proprietary frameworks

Key Differentiators

• Unmatched Research Scale: World's largest brand equity study with 4.3 million consumers, 21,000 brands, and 525 categories across 54 markets
• Massive Data Foundation: 6.5 billion consumer data points powering the Blueprint for Brand Growth; 2+ billion insights collected annually
• AI-Native Platform: Advanced AI and analytics capabilities combined with deep human understanding and behavioral science
• Proven Frameworks: Proprietary methodologies including BrandZ brand valuation, Blueprint for Brand Growth, Meaningfully Different and Salient (MDS), NeedScope, and Brand Imprint
• Global Reach with Local Expertise: 30,000 employees operating in 90+ markets worldwide
• Comprehensive Coverage: 65 million consumer interviews conducted annually; 8,000+ product innovations tested; 22,000 brands tracked
• Industry Recognition: World's largest qualitative research agency with decades of proven expertise
• Kantar Marketplace: Agile research platform combining research products, powerful analytics, and brand-building expertise in one accessible platform
• Creative Effectiveness Expertise: Research shows creative and effective ads generate more than four times as much profit

‍